ANALISIS PENGARUH DAYA TARIK IKLAN DAN CELEBRITY ENDORSER TERHADAP CITRA MEREK SERTA DAMPAKNYA TERHADAP MINAT BELI SEPATU ADIDAS (Studi pada produk Adidas di Kota Semarang)

Abstract

Adidas is known as a famous brand of shoes in Indonesia and over the world. In Indonesia, Adidas became the market leader of shoe category over the last few years. Yet in 2015, Adidas underwent decreasing Top Brand index which means there is a decrease in performance on the brand. This matter is certainly noted because it can decrease the interest in buying Adidas shoes. This research aims to determine the effect of advertising attractiveness and celebrity endorser on the brand image and its impact on the buying interest of Adidas shoes. The population of this research is the people of Semarang City who are familiar with Adidas shoes. Sampling Technique uses the snowball sampling. Total sample is 120 respondents. This research has five hypotheses. The analyzing tool used in testing hypothesis in this research is Structuran Equation Model (SEM). The results of this research indicate that the attractiveness of advertising has a positive effect on the brand image, the endorser celebrity has a positive effect on the brand image, the advertising attractiveness effect positively on buying interest, celebrity endorser has a positive effect of buying interest, the brand image positively influence the buying interest. Brand Image is the most influential factor on buying interest.